In the historical confrontation, there have been many famous wars in the Internet industry: e-commerce, payment, O2O, AI... and smart TV has always been a war that has been underestimated by public opinion. In the past ten years, veteran TV manufacturers have experienced a surprise reshuffle of their fate. With the advent of the Internet tide, Internet giants are eyeing the battlefield of television. The giants cross-border to subvert the "recovering the mountains and rivers", and traditional manufacturers have been "contained" one after another.
Just this month, the Android TV Summit held by the technology giant Google in the Netherlands brought the battle from the command room to the trenches. More than 200 TV, set-top boxes and other equipment partners from all over the world were present, Netflix, Jingchen Semiconductor (Amlogic), Technicolor, Accedo, and Nagra became the special guests of the Google roundtable discussion. In the new wave of technology and commercialization of smart TVs, these top companies in the world are undoubtedly the most representative partners for Google Android TV, and Jingchen Semiconductor is the only one invited by Google to attend and publish. The chip company of the keynote speech, the formation of troops in the trenches is self-evident.
1. Smart Chips: Breakers in the traditional TV industry
As the trend of intelligence continues to spread, people’s requirements for TV are no longer as simple as watching TV dramas. With the help of the powerful functions of smart TVs and set-top boxes, Android TV has become the darling of the family living room scene, and the TV ecosystem has undergone an unprepared fate reshuffle. In a short while, mobile phones, PCs, the Internet and even emerging technology companies have begun to covet this relatively conservative market, and the main battlefield of the TV industry has long since extended from screens to chips. Consumers are less and less tolerant of TV picture quality, fluency, sensitivity, and stability. In addition to decoding high-definition picture quality, they also need to have various other functions. This is undoubtedly a comprehensive test of "brain ability". In the long industry chain of Android TV, which has more complex logic and more intricate interests, the test for smart chips is even more severe. Jingchen Semiconductor is able to stand out in this field and become Google's chip reference design partner. It passed the Android P system test process one month after Google officially released Android P in early August. The strength of its technical team cannot be underestimated.
James Xie, vice president of business strategy of Jingchen Semiconductor, said in the roundtable discussion at the Google Summit: Jingchen also provides its operators with more high-quality services, such as longer-term services, on the basis of the three-year upgrade support service provided by Google. Upgrade support commitment and personalized UI and Launcher customization, and for some special cases, Jingchen also has a dedicated project team to provide personalized R&D support. Many smart TVs have been used for 1-2 years and their performance has begun to drop significantly, and smart applications have become severely stuck. Jingchen's daring to make such a promise shows its confidence in its own products and service system. Many problems and customer demands will be resolved in its own service system. This is different from most companies. You can't even single this model. It boils down to technical thinking or business thinking, but freely switching between the two according to customer needs.
Netflix executive Laure Leblanc-Negri bluntly responded to the host’s question in the roundtable discussion, after choosing the chip of Jingchen Semiconductor as the reference design, Jingchen gave full support and close cooperation, making its technology realization and certification cycle extremely long. Shorten, and obtained the first-mover advantage to seize the global market.
2. Lower cost, higher efficiency, build stronger willingness to pay
Today's market is volatile, and resources "live with water and grass." "Water grass" is often a banner, slogan, and strategy. This has almost become the instinctive system of words of the helms of companies in the current market. If you have a deep understanding, you will find that Jingchen Semiconductor’s user base and aura of honor are astounding, but its acting style is extremely low-key. During the more than 20 years of its establishment, it has rarely seen its prediction of the general trend and talk about strategy. They are very clear about what they are doing in the market, what unique advantages they have, and their core business is very concentrated.
"When a market does not rise, what you need is to maintain integrity and lead awareness; when a market rises, what you need is to settle down and get stuck in the niche. Although Jingchen is a To B company, it is a partner of Jingchen We are facing the To C market. Users are not necessarily rational. Many reasons such as concept, design and price will impress users. Only with lower cost and higher efficiency can we build stronger willingness to pay. What can we do to help partners achieve this? These advantages retain users and reshape the living room scene, which is what Jingchen has been thinking about."
The client of To B is a company. One is to consider the budget, and the other is to consider the quality of technology. Google's requirements for service, technology and quality are even more demanding. In the past 20 years, Jingchen Semiconductor has made great efforts to reduce costs and improve technology. This may be the most important reason for its entry into the international supply chain system.
Jingchen has already had a deep understanding of the market in the chip design stage, taking into account customer demands and customized support for diversified product forms, and providing customers with a complete set of solutions that can be quickly marketed. In the past year, more than 20 overseas operators have chosen set-top boxes equipped with Jingchen chips. At the same time, looking back on the changes in Jingchen's users in the past few years, it is not difficult to find that once Jingchen releases new products, its customers will choose to follow up. It seems that as long as they choose Jingchen, they are unlikely to change other suppliers. Does this also mean Does Jingchen have an overwhelming advantage in cost, service, technology, and quality?
3. TV set-top boxes, an underestimated war
In China, the number of smart TVs has reached 193 million units at the end of 2017, and will exceed 280 million units in 2020. In foreign countries, the latest research report released by Kagan mentioned that Google is expected to have 40.1 million devices on the market by 2021, of which 27.1 million should be smart TVs and 12 million should be set-top boxes (this proportion is steadily rising) ). Smart TV is undoubtedly a blue ocean in the future, and TV set-top boxes are an underestimated war.
When major home appliance brands at home and abroad are actively deploying smart TVs to rejuvenate their great cause, chip manufacturers are also intensively enclosing themselves. Many chip manufacturers have stepped into the field of set-top boxes one after another, and have left the market one after another. Analysis of the reasons is nothing more than three points: one is technology, the other is qualification, and the third is friction in cooperation. Some traditional set-top box chip companies cannot keep up with the rapid development of smart set-top box technology, and have successively retreated to the declining traditional set-top box market. The emerging set-top box chip companies are unable to eradicate the stubborn problems in performance, stability, and user service. There is no fast lane for chips, and long-term technological precipitation and industry accumulation are required. Obviously, under the slogan "Accelerate to catch up, overtake on a curve", some risks are hidden, and some expectations are too high. Even if the technical and qualification issues can be resolved, the friction of cooperation will make it difficult to move forward. In the TV set-top box, which has a complex ecological chain but is relatively conservative, it is not easy to support the demands of each link.
At this summit, Shalini GovilPai, head of Google’s global Android TV business group, mentioned in his opening speech that Google’s three most valued products, Android TV Soundbar, 4K dongle, and 4K Netflix STB, are based on Amlogic chip solutions. This is the most powerful proof of Jingchen's ability in technology, qualification, and ecological cooperation.
Judging from the current development of the industry, this time the upgrading of intelligent technology and the development of the industrial Internet contain a lot of opportunities. However, if you want to replicate the growth miracle of the past, smart TVs still have a long way to go, and the economy is down. Overlaying the technology landing, pessimism and optimism intertwined in the strange moment, we hope to see more chip companies like Jingchen Semiconductor can "sink down, plunge in", "watch closely what problems users are facing, than we What you want to do is more important.†As Xie Jianlei said, although chip technology is a “brainâ€, it cannot walk independently without limbs. How to use your advantages to help the entire ecosystem to work together to promote the large-scale deployment of the Android TV system is the only one. The key to the enterprise's stuck niche.
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